Online video is a huge opportunity for retailers, with shoppers around 150% more likely to add a product to their cart after watching a relevant video.

If you’re running an e-commerce site, the impact of video marketing should be quite easy to quantify. Whatever you invest in your video strategy needs to deliver an even greater increase in revenue.

But if you’re not in the retail sector, measuring the success of your video marketing campaign can be more complex. Ethereal goals like ‘increased brand awareness’ are fine, but you need to be able to produce some numbers to justify your outlay.

Other more concrete goals might involve the number of visits referred to your site from the domain where your video is hosted, and perhaps the number of leads generated as a result of those visits.

If your video is hosted on YouTube, you can access a tonne of data through their integrated analytics tool – Insight. This enables you to track views, traffic sources, demographics, relative popularity and more. This should be the starting point of your analysis.

You should also be using Google Analytics or another web analytics system to track the number of visits the video has referred to your site, and track any conversions that result from this traffic.

Ultimately, the precise goals and metrics you use to measure the success of your video marketing campaign will depend on the nature of your brand and what you are looking to achieve through your online marketing activities, but the important thing is that you can and should measure the impact of what you’re doing in the video realm.